When you hear "9-6-7, 11-11" or "Everyone loves Marine Land," you're experiencing something more powerful than advertising—you're tapping into a piece of Canadian cultural DNA. These jingles have become so ingrained in our collective consciousness that they've transcended their commercial origins to become genuine touchstones of Canadian identity.

In this episode of Music Explored, we sit down with Alan Shiner, the creative genius behind some of Canada's most memorable commercial music. His story isn't just about catchy tunes—it's a masterclass in preparation, authentic networking, and the art of being ready when opportunity knocks.

The Pizza Pizza Story: 15 Minutes to Icon Status

Picture this: You're 17 years old, sitting in a meeting room with a pizza company's marketing team, and they need a jingle. Not tomorrow, not next week—right now. You have 15 minutes.

That's exactly what happened to Alan Shiner when he created what would become one of Canada's most recognizable phone numbers. "I was given 15 minutes in the room," Alan recalls. "I came up with '9-6-7, 11-11,' and the rest is history."

But here's what most people don't know: that 15-minute miracle wasn't luck—it was the result of years of preparation, musical training, and an understanding of what makes melodies stick in people's minds.

The Unexpected Origins of Opportunity

One of the most fascinating aspects of Alan's career is how his biggest opportunities came from the most unexpected places. Take the Sunwing account, for example.

After a less-than-ideal vacation experience, Alan did what any frustrated customer might do—he complained. The difference? When the president of Sunwing called him back, Alan mentioned, almost in passing, that he created commercial music.

"We just fired our ad agency this morning," the president told him. "Can you create something in 48 hours?" When asked what kind of jingle they wanted, the response was telling: "Something like Marine Land or Sleep Country Canada."

"I wrote both of those," Alan replied.

That's not luck—that's what happens when preparation meets opportunity, and when you're not afraid to authentically mention what you do.

Five Lessons for Entertainment Professionals

1Be Ready for Unexpected Opportunities

Alan's biggest contracts didn't come from formal pitches or networking events. They came from a vacation complaint, a casual shopping trip, and a chance encounter in a hotel hallway. The lesson? When you're truly prepared, opportunities appear in the most unexpected places.

At The DNA Project, we see this principle play out constantly. The couples who book us for their weddings often met us at a venue showcase or heard us playing at a friend's event. Being excellent at what you do means that every performance, every interaction, every moment is a potential opportunity.

2Network Authentically, Not Aggressively

Notice that Alan didn't aggressively pitch his services to the Sunwing president. He simply mentioned what he did, naturally, in the context of a genuine interaction. The quality of his work and his authentic approach opened the door—not a hard sell.

This mirrors our philosophy in entertainment consulting. We don't push services on clients—we listen to their vision, understand their needs, and naturally demonstrate how our experience can bring that vision to life.

3Deliver Under Pressure

From a 15-minute Pizza Pizza deadline to creating the Sunwing jingle in 48 hours, Alan has consistently proven that real professionals can perform when the pressure is on. But this ability isn't magic—it comes from deep preparation and understanding of your craft.

Whether it's adapting a setlist on the fly because of a last-minute venue change or reading the room and adjusting our performance style, being able to deliver under pressure is what separates good entertainment from unforgettable experiences.

4Protect Your Work By Understanding Theory

Alan shared a crucial insight about his mentor, Ben McPeek, who was known as "the king of jingles." Ben understood not just what worked, but why it worked. This deep understanding of musical theory and psychology meant he could replicate success consistently.

At The DNA Project, we apply this same principle. We don't just know that certain songs work at weddings—we understand why they work, which allows us to curate experiences that consistently create the emotional moments our clients are hoping for.

5Sometimes Simple Wins

The most enduring jingles aren't necessarily the most complex. "9-6-7, 11-11" is brilliantly simple. "Everyone loves Marine Land" uses common language. "Why buy a mattress anywhere else?" is a straightforward question.

In entertainment, we see the same principle. The most memorable moments at events aren't always the most elaborate productions—they're often the simplest, most authentic interactions that create genuine emotional connections.

The DNA Project Connection

Alan's journey from a 17-year-old knocking on ad agency doors to creating some of Canada's most iconic commercial music mirrors what we do at The DNA Project. We're not just providing entertainment—we're creating memorable experiences that become part of people's life stories.

Just as Alan's jingles have become woven into Canadian cultural identity, our goal is to create moments at your events that become cherished memories, the stories you'll tell for years to come.

The intersection of preparation, authenticity, and artistic excellence isn't just about creating great music or great events—it's about understanding that every moment is an opportunity to create something meaningful.

Listen to the Full Episode

This article only scratches the surface of Alan's incredible insights and stories. To hear the complete conversation, including more details about his creative process, his relationship with mentor Ben McPeek, and the fascinating story of meeting Anthony at the Shangri-La Hotel, listen to the full episode of Music Explored.

Music Explored is a podcast that dives deep into the careers and creative processes of music industry professionals. From Grammy-winning producers to jingle writers who've shaped our culture, each episode offers practical insights for artists, creators, and anyone interested in the business of music and entertainment.